From the Desk of Wayne Schepens: Perception is Reality – New Year’s Resolution for Your Brand


Forming personal New Year’s resolutions is a common practice. Less common is establishing resolutions for your business. 

Perception and/or opinion makes or breaks brands all the time! This subjective influence comes from customers, industry analysts, media and even competitors. Despite the undeniable relevance and necessity of brand awareness and credibility, most companies assign duties such as thought leadership, credibility and awareness campaigns, media outreach, social media and analyst relations within the marketing department but do a poor job of making it a part of everyone’s job. This is a mistake! 

This year, I challenge you to grow your internal engagement in these areas throughout the company. Establish champions and prepare and empower thought leaders. Inform them of the value brought to the company, and themselves, by efforts such as public speaking, contributed content, engaging with media and analysts, panel participation and social ambassadorship. Put your best foot forward at educating the market and then take measure of its impact!

Make your TEC market aware (TECMA) by focusing on strategic communications with key audiences:

  1. Thought leadership
  2. Established positioning
  3. Competitive advantage
  4. Market credibility
  5. Awareness and product/service reach

A common hindrance to these efforts is a lack of established industry partners, media and analyst understanding and connections. This is where the LaunchTech team shines. Our focus on emerging tech and cybersecurity companies has allowed us to cultivate and maintain relevant relationships and experiences that benefit our clients. We know the market as well, if not better than our clients, and will help you get a leg-up on your competition.

Author : Wayne Schepens